Greenwich: Serving up a slice of franchising success

The franchise climate continues to sizzle, as more and more entrepreneurs discover various unique business options. Financial experts have singled out the franchising business as the “wave of the future. “Over the next decade, the dynamic venture is expected comprise over 50 percent of the economy and employ millions of people.

The growth is based on the simple concept that franchising offers success, with the least amount of risk, to aspiring business owners. Aside from the opportunity to work hand-in-hand with industry giants it enables hundreds business owners to realize the dream of successful business ownership and financial independence.

Riding high in the franchising boom is Greenwich Pizza, which has established itself as the Philippines’ no.1 pizza chain with a network of nearly 250 stores nationwide. As of May 2006 and about 50 percent of the stores are franchised. Today, Greenwich is undoubtedly a leader proven by its strong hold in the local pizza market.

And as the company continues to define business history, Entrepreneur Magazine recently honored Greenwich as one the country’s “Best Local/Homegrown Medium Cost Franchises” and “Most Promising Franchises” in this year’s Entrepreneur’s 2007 Annual Franchise Awards.

Greenwich business and franchise development manager Ted Ilano said the “Best Local/Homegrown Medium Cost Franchises category gives recognition to Filipino-owned franchises that have carved a significant niche and have become leaders in their respective industry sectors while the “Most Promising Franchise” category are given to companies that have seen phenomenal revenue growth since they took the franchising route.

“The awards we received were based on the integrity of Greenwich’s franchise system and how effectively it was replicated in all franchised units. We also attribute our success to a strong business model, unique concept and an effective marketing strategy,” Ilano said.

Ilano also mentioned franchising has always been an integral part of Greenwich’s continued success in the country today which they believe is a healthy and progressive way to build the business. “Since 1994, we have been aggressively sourcing for qualified business partners in expanding the store networks all over the Philippines. Franchisees have also been a big source of ideas in strengthening the brand and making Greenwich a strong player in the QSR industry,” he said.

In 2004 and 2005, Greenwich was catapulted to Hall of Fame status after being consecutively awarded the Outstanding Filipino Franchise of the Year Award by the Philippine Franchise Association. Other prestigious awards include the 2004 Franchise Marketing Campaign of the Year award; Parangal ng Bayan’s Outstanding Pizza Parlor Award from 2002 to 2004; and the Outstanding Pizza Fast Food Chain Award in 2002 by the Consumers Union of the Philippines.

“Our focus is not just getting business partners who have the money to invest but are seeking franchisees who are aligned with the company’s values and have the same vision of growing and maintaining the brand leadership in the pizza pasta segment of Greenwich. We continue to actively source franchisees from both the traditional (tri-media) and non-traditional (internal programs) ways. We also strengthen the partnership and relationship with the existing franchisees to enable them to have multiple franchises,” Ilano said.

The total investment required ranges from P6 to P10 million depending on the store type and size. This includes the franchise fee, construction of the store, equipment and facilities, and pre-operating expenses. To date, Greenwich is looking for franchisees in Metro Manila, Tarlac, Pangasinan, Cavite, Quezon, Antique, Pagadian and Ormoc.